Agencies

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, COO at Goodway Group. Long ago there were only small specialty stores. Now we have Walmart, where we can buy tires, a pair of shorts, fertilizer and steaks for […]

For the first time outside of a recession, linear TV ad spend has stopped growing, according to global ad revenue updates by MAGNA Global and ZenithOptimedia, both released Monday. While national TV ad sales grew .3% to $42 billion in 2015, MAGNA predicted it will decrease by .3% in 2016. ZenithOptimedia’s Advertising Expenditures Forecast also […]

The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]

With the exception of back-to-school needs, office supply retailer Staples focuses on small-business owners. Like most brick-and-mortar retailers, Staples knew mobile played a vital role in its customers’ daily lives, but it was less clear from a media standpoint how mobile impacted the ultimate sales conversion. Staples wanted to use mobile to drive upper-funnel awareness […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, COO at Goodway Group. All too often in today’s digital advertising industry, new agency hires are quickly handed the keys to technologies that can unleash millions of dollars in […]

Merkle has China on the mind. The CRM and performance marketing agency revealed Thursday it had entered into a reseller agreement with dominant Chinese search engine Baidu. Although the deal is not necessarily exclusive, it is the first of its kind for Baidu with a US partner agency. As a result of the deal, Merkle […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Stephanie Russell, vice president of enterprise solutions at Merkle.  Data-driven marketers now have the ability to target individual people – not just cookies – in so many types of media, […]

Judging from last week’s news, it’s tempting to say GroupM has got the programmatic religion. But that might be selling the holding company short. WPP Group’s media-buying arm, which controls $106 billion in global ad spending, last week promoted Xaxis CEO Brian Lesser to a big new job running its North America business. His elevation […]

Everyone talks about TV dollars leaking into digital, but what happens behind the scenes to make those dollars move? Vic Walia, senior director of brand marketing for Expedia, said it involves change management and rewiring old assumptions. “We’ve always invested heavily in TV as a brand, but we wanted to extend our reach beyond our […]

GroupM hopes its purchase of digital/media agency Essence on Wednesday (for undisclosed terms) will add a whole lot of Google expertise into WPP’s cluster of media agencies. After all, the formerly independent Essence is Google’s digital agency of record. “Google, as you might imagine, is keen on its global digital agency using the full set […]